Quick: how many of you immediately know what “location-based social media” means?

More importantly, how many of you think the average person knows what this means?

I recently had to discourage a smart, valued client from using this term in a customer survey I was creating for his company. I reminded him that most folks simply won’t understand the question, resulting in a missed opportunity for client connection and getting important information.

It’s second-nature for all of us to use shop talk or technical terms in our day-to-day work life. The danger is when you use it
with your customers, whether in person or through your marketing.

Using “insider” talk is embedded in our psyches, pushed by our very natural human urge to merge with others, to be on the “inside.” Remember those heady junior high and high school days where the latest slang would race like wildfire through your group,
further cementing your place as the cool groupie?

But in the work world, using “professional slang” or shop talk is very alienating to your clients and customers. If they don’t get what you’re saying, they feel confused. Or stupid. Or irritated. And most times, they walk away.

Keep it simple. Keep it clear. Keep it direct. Always have someone outside your department and (even better) outside your industry review your materials for clarity and understanding before they go out to the client. When in doubt – leave it out.

About Our Blog

What’s the biggest gift your customers can give you? Their loyalty – and their love. And the only way to get it is to get real.

That’s what we’re always working on here at Eagle Marketing. For 30 years, we’ve specialized in loyalty marketing. For companies of all sizes, in all industries.
Come join our blog for ideas, inspiration and thoughtful discussion about loyalty marketing. Let’s all share success stories about what works. The strategies that didn’t work.. The stuff we love – and what drives us crazy.
Let’s talk on a regular basis. And help each other out. Because we all benefit when we share the love.